Communication policy and its impact on bank development

Abstract

The object of research is the processes of marketing communications and their influence on the performance of banks in the competitive financial market. The subject of research includes theoretical provisions and practical aspects of the development and use of communication policies as a key tool for bank growth and development. The purpose of the master's thesis is to provide a theoretical foundation and develop methodological approaches and practical recommendations for improving the bank's communication policy and increasing its effectiveness. Practical significance: The obtained results can be used to develop methodological frameworks for enhancing the communication policies of banks, ensuring alignment with modern conditions and competitive challenges in the financial market.